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[Not provided] Pubcon Vegas 2014 - Prashant Puri AdLift

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Taming Algo Chaos and [NOT PROVIDED]
Pubcon Las Vegas 2014

Publicado en: Marketing
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[Not provided] Pubcon Vegas 2014 - Prashant Puri AdLift

  1. 1. Taming Algo Chaos and [NOT PROVIDED] Pubcon Vegas 2014 Prashant Puri CEO AdLift Inc. @puriprashant 1
  2. 2. About us & Our Achievements • Founded in 2009, AdLift provides customized digital media strategy and search marketing solutions for online businesses in the North American and Asian markets • AdLift has assembled a world-class technical team of search marketing experts from firms such as Yahoo, eBay, and IAC • AdLift’s unique value proposition has been recognized by fortune 500 companies including PayPal, eBay, Barnes & Noble & AT&T • 15+ person team – business development and account management located in Palo Alto, CA. • Running campaigns across 50+ sites • Optimizing 10K keywords • Managing $8M in SEO spend • Delivered results & gained trust 2 @puriprashant
  3. 3. Not Provided – Quick Intro 4 Before After @puriprashant
  4. 4. Not Provided – Quick Intro 4 Before After @puriprashant
  5. 5. Tactics & Solutions 17 Google Webmaster Setup & Analysis GA Landing Page Analysis Powerful Tools @puriprashant
  6. 6. Tactics & Solutions 17 Google Webmaster Setup & Analysis @puriprashant
  7. 7. Google Webmaster Setup & Analysis: Don’t Waste the Data • Google Webmaster Tool suffers from short term memory loss • Backup your search query data every 3 months 18 http://googlewebmastercentral.blogspot.com/2011/12/download-search- queries-data-using.html @puriprashant
  8. 8. Setting Up Folder Level Strucuture to Maximize Search Query Data 18 This takes less than 10 Minutes ! @puriprashant
  9. 9. Why You Should Do This ? Search Query Data Available for the Domain: 6,572 18 @puriprashant
  10. 10. Why You Should Do This ? 1. More Search Query Data to Analyze 18 16,514 Search Queries (After de-duping) @puriprashant
  11. 11. 2. Most of The time, Its More than Google Analytics Provides 80% More Search Query Data 18 @puriprashant
  12. 12. 3. A little More Accurate Brand vs. Non-Brand Segmentation of Keywords 18 @puriprashant
  13. 13. Google Webmaster Setup & Analysis: Country Specific 18 @puriprashant
  14. 14. Tactics & Solutions 17 GA Landing Page Analysis
  15. 15. Google Analytics – Custom Reporting: Landing Page Analysis 19 @puriprashant
  16. 16. Google Analytics – Custom Reporting: Landing Page Analysis (Transaction Revenue + Goal Value) Unique Page views 19 @puriprashant
  17. 17. Google Analytics – Custom Reporting: Landing Page Analysis – Setting Filters • Show me landing pages with higher than average Page Value 19 @puriprashant
  18. 18. Merging Landing Page Value with Ranking Data • Segment Keywords based on 19 Page Value • Optimize keywords that aren't ranking but have a high Page Value @puriprashant
  19. 19. Google Analytics – Custom Reporting: Understanding the 3 Segments: Brand, Non-Brand & NP 19 • % of Brand/Non Brand Visits are different for each landing page • % of Transactions differ too @puriprashant
  20. 20. Understanding the Attribution Model 5 @puriprashant
  21. 21. “The only use for last click attribution now is to get you fired. Avoid it” - Avinash Kaushik 19 @puriprashant
  22. 22. Google Analytics – Attribution 19 35% of the conversions have more than 1 touch point 9.35% Overlap with Direct @puriprashant
  23. 23. Understanding the Attribution Model 19 100% Last Click @puriprashant
  24. 24. Understanding the Attribution Model 19 100% First Click @puriprashant
  25. 25. Understanding the Attribution Model 19 10% Time Decay 15% 20% 25% 30% @puriprashant
  26. 26. Understanding the Attribution Model 19 40% 6.67% 6.67% 6.67% Position Based 40% @puriprashant
  27. 27. Google Analytics – Attribution: Giving SEO it’s Due ! 19 @puriprashant
  28. 28. Google Analytics – Attribution: Test & Learn 19 @puriprashant
  29. 29. Tactics & Solutions Powerful Tools 17 @puriprashant
  30. 30. SearchMetrics 19 @puriprashant
  31. 31. SEMRush 19 @puriprashant
  32. 32. Takeaways 19 • Setup Google Webmaster and extract historical data • Setup folder level/category structures on Google Webmaster • Understand page level metrics for your top landing pages • Analyze the data for the three segments – Not Provided, Brand & Non Brand • Leverage an attribution model that works for your website. @puriprashant
  33. 33. 6 Acquire Amplify Advance

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